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Driving Growth Through Email Marketing

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Driving Growth Through Email Marketing

  1. 1. @Growthhackasia (Growth Hacking Asia) Driving Growth Through Email Marketing Brought to you by:
  2. 2. @Growthhackasia (Growth Hacking Asia) “Flipping the success rate of Asian startups from 1/10 to 9/10”
  3. 3. @Growthhackasia (Growth Hacking Asia) • Growth Hacking ConsultingGrowth Labs • Growth Hacking TrainingsGH Academy • Monthly events for inspiration and experience and knowledge exchange GH Events
  4. 4. WHY EMAIL MARKETING?
  5. 5. Stats
  6. 6. Stats
  7. 7. Stats
  8. 8. Stats
  9. 9. Stats
  10. 10. Stats
  11. 11. Stats
  12. 12. FUNDAMENTALS
  13. 13. Elements of a Compelling Email Subject Line
  14. 14. WRITE A COMPELLING EMAIL SUBJECT LINE 1) Use Actionable Language - use verbs like “take”, “download”, “reserve”, “ask”, “buy”, etc. - e.g. OpenTable: “Take Mum to Brunch” Elements of a Compelling Email Subject Line
  15. 15. WRITE A COMPELLING EMAIL SUBJECT LINE 2) Subject Lines Must be Brief, Clear and Can be Catchy (<35 characters) - subject line has to be clear first and catchy second - e.g. UrbanDaddy: A Hotel in the Middle of the Ocean. Keep it Short The First 2 Words are Crucial Elements of a Compelling Email Subject Line
  16. 16. WRITE A COMPELLING EMAIL SUBJECT LINE 3) Align Subject Line Copy and Email Copy - what your email subject line promises, the email message has to deliver - for example: - 54 New Data Slides for Your Marketing Decks → CTR of 26% (very specific subject line with clear promise) - Get Key Marketing Trends From the Marketing Data Box → CTR of 10.4% (vague and less accurate subject line) Elements of a Compelling Email Subject Line
  17. 17. WRITE A COMPELLING EMAIL SUBJECT LINE 4) Personalise When Possible: - list segmentation and targeting have enormous effects on email marketing performance metrics Elements of a Compelling Email Subject Line
  18. 18. WRITE A COMPELLING EMAIL MESSAGE 5) Establish Relevancy - remind the reader why they are receiving this email Elements of a Compelling Email Message
  19. 19. WRITE A COMPELLING EMAIL MESSAGE 6) Write in the Second Person - writing in the second person means you orient the copy towards the reader, not yourself Elements of a Compelling Email Message
  20. 20. WRITE A COMPELLING EMAIL MESSAGE 7) Talk About Benefits, Not Features - explain to your recipients exactly how they can benefit from a new feature Elements of a Compelling Email Message
  21. 21. Email Body Copywriting Checklist ● Does it provide value to the recipient? ○ Is it going to add more knowledge to my subscriber? ○ Is it going to solve their most pressing problems? ○ Is it worth the time reading? ● Can I scan it in 3-4 seconds? ● Do I understand the benefits, rather than just features? Persuasive Copywriting - Examples
  22. 22. CALL-TO-ACTION Use Actionable Language in Your CTA - having a strong CTA is crucial to every email; it needs to be easy to identify and understand Elements of a Compelling Call to Action
  23. 23. Improve Deliverability 1. Use double opt-in 2. Purge hard bounces after one bounce 3. Purge subscribers who haven’t opened or clicked in a while 4. Do not include attachments 5. Avoid spam words (e.g. free, weekdays, %, etc.) 6. Keep message size to 40KB or less 7. Avoid purchased lists 8. Use a consistent, recognisable sender name and email address
  24. 24. Spam Test Tool: Email Spam Test http://www.emailspamtest.com/
  25. 25. EMAIL MARKETING PLANNING
  26. 26. STEP 1: BUILD YOUR CONTACT LIST
  27. 27. On-Page Opt-In Form
  28. 28. Pop-Up Opt-In
  29. 29. Pop-Up Opt-In Tool: Popup Domination
  30. 30. Pop-Up Opt-In Tool: Optinmonster http://optinmonster.com
  31. 31. Opt-in Bar
  32. 32. Opt-in Bar Tool: Hello Bar https://www.hellobar.com
  33. 33. Slide-Up Form
  34. 34. Slide-Up Form Tool: Unpop http://getunpop.com
  35. 35. Discount Tabs
  36. 36. Targeting Popups via Personalisation
  37. 37. Shopping Cart Abandonment Popups
  38. 38. Abandonment Popup Tool: SumoMe https://sumome.com
  39. 39. Webinars and Courses
  40. 40. Webinars and Courses Tool: Unbounce http://unbounce.com
  41. 41. Email My Shopping Cart
  42. 42. Contests
  43. 43. Contests Tool: Gleam.io https://gleam.io
  44. 44. Twitter Lead Gen Cards
  45. 45. Surveys
  46. 46. Survey Tool: Qualaroo https://qualaroo.com
  47. 47. Referrals
  48. 48. Facebook Opt-In
  49. 49. Sweepstakes
  50. 50. Sweepstakes Tool: Woobox https://woobox.com/sweepstakes
  51. 51. Content Upgrades
  52. 52. Facebook Ads + Landing Page
  53. 53. Step 1: Create Valuable Content Content can be: ● Case Study ● Whitepaper ● Free Live Training ● Webinar ● etc. TIP: post content on social networks to see which “lead magnet” is the most popular
  54. 54. Step 2: Define Target Audiences Target Audiences: 1) Website visitors 2) Website visitors lookalike audience (1%) 3) Facebook fans 4) Facebook fans lookalike audience (1%) 5) Email list lookalike audience 6) Friends of people who have liked the Fan Page TIP: make sure to exclude your existing email list since they have already opted in. Insert Conversion Pixel:
  55. 55. Step 3: Create Landing Page Recommended Tool: Lander Best Practices: 1) Clear value proposition 2) Image 3) Clear Call to action 4) List of Benefits 5) Social Proof FUNNEL: See Ad > Click Link > Go to Landing Page > Enter Your Email > Get the Promised Bonus
  56. 56. Step 5: Create Email Sequence Email #1: To every subscriber Subject: The thing you asked for Thanks for checking out Videofruit! Here is the [insert name] bonus that you asked for:[insert link to bonus] Looking forward to helping you get started with [insert subject of bonus]. Quick question… What is the #1 thing you are struggling with on [subject of bonus]? Hit reply and let me know. Would love to help you out! -Bryan PS: The absolute most important thing to [insert desired outcome] is growing your email list. Install my free list-building app to help you do that. [insert link to list goal] Email #2: To everyone who didn’t install List Goal within a day Subject: About your email list Yesterday you downloaded the [insert bonus name]. Good first step to [insert desired outcome]. However, the #1 most important thing you need to do is to start growing your email list. Why? Check out what you’re able to do with even a tiiiiiiny email list. Your homework for today is two-fold… Action Item #1: Read the story linked above. Action Item #2: Pick your list goal for the next 60 days. Action Item #2: Download List Goal and use it to help you hit your goal. Capisce? Holler back at me if you hit any roadblocks. -Bryan TIP: Experiment with different subject lines & copies.
  57. 57. Step 6: Create Campaign ACTION ITEM #1: SET UP TARGETING 1 Campaign 6 Ad Sets (1 per audience) 1 Ad per Ad Set
  58. 58. Step 7: Create Campaign ACTION ITEM #2: Create the Ad (1 per Ad Set) TIP: Make sure to remember Facebook’s 20% text rule in images.
  59. 59. SETUP
  60. 60. STEP 2: SEGMENT YOUR EMAIL LIST
  61. 61. Why Segmentation?
  62. 62. Why Segmentation?
  63. 63. How to do Segmentation? Females interested in Mexico travel deals, age 24-54, with $35,000+ income, that opened our emails but never clicked:: Segmentation Criteria Characteristic Personal interests Subscribers interested in travel deals to Mexico Demographics Subscribers with: ● Gender = female ● Age between 24- 54 ● Income > $35,000 Past Behaviour Subscribers that have opened their emails at least once but have never clicked on links ● Opens ≥ 1 ● Clicks = 0
  64. 64. Example: Gender Example: Clarks
  65. 65. Example: Interest Example: Buzzfeed Created lists for each different section of the website, including: ● Food ● DIY ● Animals ● Books ● Parents Set up separate subscribe opportunities for each list that get shown in different areas of the website. So, for example: If you go to our Animals page or a view a post in the Animals category, you’ll see an opt-in for the Animals newsletter. Readers are self-selecting the content they are interested in. Following on from that baseline, they’ve since launched a number of more sub-categorical lists around popular topics.
  66. 66. EXERCISE #1: Step 1: Pick a company of your choice Step 2: Develop 2 detailed list building strategies (e.g. what pop-up to use, where to place it, what lead magnet to create, how to collect segmented data, etc.) Step 2: Create 4 highly targeted segments
  67. 67. STEP 3: SET UP AUTOMATED WORKFLOWS
  68. 68. Shape Customer Journey with Triggered Emails
  69. 69. Welcome Email Goal = Educate recipient about how to use the product and upgrade them from free to paying user
  70. 70. Getting Started Email Goal = Educate recipient about how to use the product and upgrade them from free to paying user
  71. 71. Status Email Status Email Goal = Educate recipient about how to use the product and upgrade them from free to paying user
  72. 72. Re-Engagement Email Re-Engagement Email Goal = Educate recipient about how to use the product and upgrade them from free to paying user
  73. 73. Welcome Workflow Example
  74. 74. Case Study: Hootsuite’s Welcome Workflow GOAL: to take someone who expressed interest in your products and gets them to make a purchase, with the idea that they will become a returning shopper.
  75. 75. Case Study: Hootsuite’s Welcome Workflow Assistance Email Product Email Product Boost EmailWHAT WHEN 3 days after signup 2 weeks after signup 3 days after product email Coupon Email 3 weeks after product boost email
  76. 76. Case Study: Hootsuite’s Welcome Workflow Welcome & Assistance Email
  77. 77. Case Study: Hootsuite’s Welcome Workflow Products Email
  78. 78. Case Study: Hootsuite’s Welcome Workflow Product Booster Email
  79. 79. Case Study: Hootsuite’s Welcome Workflow Coupon Offer Email
  80. 80. EXERCISE #2: Step 1: Use the same company as in Exercise #1 Step 2: Choose a goal (e.g. upsell customers, welcome workflow, upgrade customers, educate customers, etc.) Step 3: Develop a 3-email workflow
  81. 81. STEP 4: SET UP BEHAVIOURAL TRIGGER EMAILS
  82. 82. Behavioural Emails What is Behavioural Targeting? 1) Build up an individual profile for each of your subscribers 2) Behavioural email campaigns are based on the actions that your customers do (or do not take) when interacting with your business. This allows you to send emails that truly matter to each individual recipient 3) The information you should use when creating a behavioral campaign is everything from basic customer attributes (age, location, last time on your site) to their most recent actions on your website (signed in, viewed product X, used feature Y, completed checkout)
  83. 83. Case Study: Envelopes.com User Journey Landing Page Category Page Product Page Cart Checkout Thank You Category Email Category Email Cart Abandonment Email Checkout Abandonment Email WHAT WHEN 11.30am on day after abandonment 11.30am on day after abandonment 48 hours after abandonment 24 hours after abandonment
  84. 84. Case Study: Envelopes.com Category Email Email Layout: ● Product image ● "Thank you" message ● "Shop now" button ● Options to shop
  85. 85. Case Study: Envelopes.com Category Email - Results Recipients: Email was sent to anyone who has provided an email address, spent at least four minutes shopping, and failed to complete a purchase. RESULTS ● Open rate: 44.28% ● Clickthrough rate: 7.08% ● Conversion rate: 21.33%
  86. 86. Case Study: Envelopes.com Shopping Cart Abandonment Email Email Layout: ● Product image ● "Thank you" message ● "Shop now" button ● Options to shop Email Layout: ● Headline + relevant image ● Call-to-action ● Products
  87. 87. Case Study: Envelopes.com Shopping Cart Abandonment Email - Results Recipients: A shopper who abandons items in a shopping cart on the site without buying receives an email from Envelopes.com about 48 hours later. RESULTS ● Open rate: 38.01% ● Clickthrough rate: 24.71% ● Conversion rate: 40.00%
  88. 88. Case Study: Envelopes.com Checkout Abandonment Email Email Layout: ● Headline + relevant image ● Call-to-action ● Products
  89. 89. Case Study: Envelopes.com Checkout Abandonment Email - Results Recipients: Email was sent to anyone who has provided an email address, spent at least four minutes shopping, and failed to complete the checkout. This campaign also sends two reminders to shoppers who do not convert. These are very similar to the first message with slight changes. RESULTS ● Open rate: 39.24% ● Clickthrough rate: 18.18% ● Conversion rate: 33.93%
  90. 90. Behavioural Emails: Examples Lifecycle Emails These emails are designed to spark very specific actions in the customer lifecycle — anything from completing a profile to adding team members. Transactional Emails Re-Engagement EmailsUpselling Emails Transactional emails — receipts, invoices, notifications, reports, etc. — are opened at up to 8x the rate as compared to promotional emails. Did you know that just 25% of free trial users actually convert to paying customers? That’s where upselling emails come in: last- ditch efforts to engage an inactive user or expiring free trial. It’s important to understand that customer inactivity comes in different flavors: ● Initial inactivity, where a customer hasn’t completed your onboarding process ● Partial inactivity, where a customer is only using part of your app or service ● Complete inactivity, where a customer isn’t engaged at all
  91. 91. Behavioural Emails: Examples Lifecycle Emails Milestone Email Browsing History Email
  92. 92. Behavioural Emails: Examples Transactional Emails Report Email Notification Email
  93. 93. Behavioural Emails: Examples Upselling Emails
  94. 94. Behavioural Emails: Examples Re-Engagement Emails Initial Inactivity Partial Inactivity
  95. 95. Behavioural Emails: Examples Re-Engagement Emails Complete Inactivity
  96. 96. Trigger Tool http://www.activecampaign.com
  97. 97. Trigger Tool http://www.getvero.com
  98. 98. EXERCISE #3: Step 1: Use the same company as in Exercise #1 & 2 Step 2: Choose a goal (e.g. increase purchase completions, increase sign-up completions, etc.) Step 3: Develop 2 trigger emails
  99. 99. Timing
  100. 100. Timing
  101. 101. Frequency
  102. 102. Frequency 5 Steps to Determine to Optimal Email Frequency Step 1: Establish your hypotheses For example: “Increasing our email frequency from once a week to three times a week will increase our click-through-rate by 35%” Step 2: Choose a list segment Select one segment that you will test and make sure it’s sizeable enough to provide meaningful data. Step 3: Establish baseline metrics Establish your current performance metrics for the sample you are testing with Step 4: Create and schedule your test emails Create and schedule emails based on general email marketing best practices. Do not experiment with subject lines, etc. as this would skew the results. Step 5: Measure and analyse results Measure your results against the hypotheses you established and the baseline metrics.
  103. 103. EMAIL MARKETING GROWTH HACK
  104. 104. Email Strategy Development (SaaS)
  105. 105. Email Strategy Development - “Warm up” Leads Facebook Custom Audience
  106. 106. Email Strategy Development - “Warm up” Leads Facebook Custom Audience
  107. 107. Email Strategy Development - “Warm up” Leads Facebook Custom Audience
  108. 108. Email Strategy Development - “Warm up” Leads Twitter List Audience
  109. 109. Email Strategy Development - “Warm up” Leads Twitter List Audience
  110. 110. Email Strategy Development - “Warm up” Leads http://liveramp.com/
  111. 111. OPTIMISATION: MAXIMISE OPEN AND CLICK RATES
  112. 112. Key Metrics METRICS Delivery Rate Open Clicks Bounce Unsubscribe Spam GENERIC BENCHMARKS 90 - 98% 7 - 30% 0.2 - 3.2% 0.5 - 2.2% 0.45 - 0.13% 0.027%
  113. 113. What to Optimise ● Subject Lines ● Sender Name ● Personalisation / Salutation ● Body Copy ● Image ● Call-to-Action ● Mobile Optimisation
  114. 114. What to Optimise Subject Lines Subject Line Subject Line % Open Rate % Click Rate % Conversion V.1 Free Internet Marketing Webinar Free Internet Marketing Webinar 18.7% 3.1% V.2 Invitation to Internet Marketing Webinar Internet Marketing Webinar 21.8% 4.4% V.3 Special Invitation to Expert Marketing Webinar Internet Marketing Webinar 21.4% 3.3%
  115. 115. What to Optimise Subject Lines
  116. 116. What to Optimise Sender Name
  117. 117. What to Optimise Salutation ● A: [Vero] The free trial ending email that works ● B: The free trial ending email that converts The word 'converts' resonates more with Vero’s (conversion rate optimization)-focused audience and resulted in a 15% increase in opens and a 50% increase in clicks,.
  118. 118. What to Optimise Personalisation / Salutation
  119. 119. What to Optimise Body Copy Version 1: 1.6% Conversion Rate Version 2: 3.2% Conversion Rate Body Copy Variants to Test ● Shorter versus longer ● Bullet points ● Numbered list ● Question and answer format ● Only one sentence and a call to action
  120. 120. What to Optimise Body Copy
  121. 121. Tool: Hemingway Editor http://www.hemingwayapp.com
  122. 122. What to Optimise Images After A/B testing these two, click through rates increased by 378% The changes they made in the second campaign helped Unhaggle achieve a massive 32.4% click through rate. Image Variants to Test: ● One versus multiple images ● Text on image ● Screenshot of a video ● Call to action incorporated in image versus call to action separate of image ● Animated GIF
  123. 123. What to Optimise Call-to-Action The second (30-day Free Trial) CTA increased signups by 110%.
  124. 124. Mailchimp A/B Testing http://mailchimp.com
  125. 125. EXERCISE #4: Step 1: Use the same company as in Exercise #1 -3 Step 2: Choose an email element to A/B test Step 3: Create content A & B

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